Smurfit Kappa - "Smurfit Kappa"

In The Company of Huskies

In The Company of Huskies Dublin, Ireland

3338

This ad is part of the ACT Responsible Collection

Brand: Smurfit Kappa
Country: Ireland

Advertiser: Smurfit Kappa Group

Title	Smurfit Kappa
Agency	In The Company of Huskies
Campaign	Smurfit Kappa
Advertiser	Smurfit Kappa Group
Brand	Smurfit Kappa
Date of First Broadcast/Publication	2020 / 10
Business Sector	Others
Philosophy	Smurfit Kappa, from making boxes to making fashion statements. Smurfit Kappa, one of the leading providers of paper-based packaging in the world, has launched a new campaign created by In the Company of Huskies, to encourage more companies to choose sustainable packaging. With the ongoing growth of eCommerce, Smurfit Kappa wanted to reinforce the importance of sustainable packaging, and the new campaign specifically targets the fashion e-retail market. Consumers increasingly want brands to act responsibly. One-third of consumers say they would not make an online purchase from a fashion company if they discovered the packaging wasn't eco-friendly.* Like all brands, fashion brands need to adapt to consumer demands on sustainability or risk losing customers’ business. Huskies show that the fashionable choice is all about the label. The campaign demonstrates that Smurfit Kappa is leading the trend of planet-friendly packaging while highlighting that sustainable packaging is the fashionable choice. To bring the campaign to life, the creative team positioned the brand in the heart of the fashion world by transforming it from a packaging company into a high fashion brand. The idea was to take something as simple as a cardboard box and present it in the same highly desirable way you would see a designer handbag. The campaign was shot by an Irish fashion photographer – Sarah Doyle. It will run in national and international papers and trade magazines, as well as on social, digital and outdoor. As part of the campaign, cardboard handbags were distributed to influencers. Huskies have partnered with Smurfit Kappa since 2016, and this campaign furthers the creative and strategic platform and follows on from the success of the highly-awarded ‘Better Planet Packaging’ initiative promoting the company’s long-term goal to work towards a sustainable future for all its customers and the planet.
Media Type	Print
Advertising Manager	Ruth Cosgrove
Marketing Manager	Emer Cobbe
Creative Director	Damian Hanley
Art Director	Laura Rice
Copywriter	Aoife McCleary
Designer	Chris Flynn
Designer	Gavin Feiritéar
Senior Producer	Ciaran Walsh
Head of Production	Brian Daly
Business Director	Rohit Verma
Account Director	Claire Slevin
Photographer	Sarah Doyle